Extend School!Grants Impact!Through UGC!

Content!Distribution

Influencer!“Celeb”!

Integration

Early!Morning!Radio & !

TV

Celebrity Gift Guide

HERALD SQUARE!EVERYWHERE

#perfectgift

TV

UGC

Shazamable!Parade

Instagram!mstyle !Council

Social!Utility

F&F!Hub

Parade!Check-In!Rewards

Parade!Pinning

Parade!Companion!

App

Parade!Promoted!

TrendsTrends

Parade!Routes

Mobile

Local!Mobile

Audio

Millennial!Hub

Macy’s!“Traditions!

Tracks”!Channel

Macy’s Curated!Holiday Movies!

New & Old

Everywhere to !Herald Square!User Photos

House!Decorating!

Contest

Macy’s Parade!Bonus Content:!

“Making of!the Balloons”

Video

FRIENDS & FAMILY

Promoted!Account

Parade

Follower!Engagement

PERFECT GIFTTHANKSGIVING WEEK

Digital

AMNET

F&F!Hub

Millennial!Hub

UGC

#believe

“Share Your !Traditions’ Videos

“Share Your Traditions’ VideosTraditions’ Videos

the Balloons”

Bought Media

Earned Media

Owned Media

“Traditions!Tracks”!

Takeover

Social!Utility

Social!Specials!Locator

Perfect!Gift!

Promoted!Trends

Digital

AMNET

Believe

Mobile

#everywhere

mstyle Council

Mobile!Circular

mStyle Council!Podcast

mStyle Council!Curated!Playlists

UGC

User!Generated !gift guide!

videosgift guide

Celebrity !Pinning

Celebrity

TV

In-StoreLocal!

Mobile!Circular

!Hyperlocal!

Mobile!Circular !

Discovery & !Rewards In-Store

HERALD SQUARE

Video

Yes, Virginia!Content!

Distribution

UGC

Mobile

One Week!Sale!

Promoted!Trend

Digital

AMNET

In-App!Augmented!

Specials!Locator

TV

Local!Mobile

!Hyperlocal!

Mobile!Circular !

Discovery & !Rewards

In-App!Augmented!

Specials!Locator

Exclusive!Macy’s!Smash!

Content

Performance!& Local!Heavy

Digital

AMNET

Millennial!Hub

HSE !“Windows”!

Mobile!Sharing

Photos of!Smash !Video !Shoot

!Green!Screen!

Windows

Sight &!Sound

Leverage!Impulsivity!Through!

Video

Celebrity Gift Guide

ONE DAY SALETakeover

!"#$%&!'(%!&

Traditions’ VideosTraditions’ Videos

!"#$%&!'(%!&

Hub

MillennialHub

MillennialMillennial

mStyle Council

MillennialHub

mStyle Council

!"#$%&!'(%!&

Hub

Millennial

HubHub

MillennialHub

MillennialMillennialMillennial

Fan!Acquisition

EarlyMorningRadio &

TV

Takeover

CYBER MONDAY

Audio Early !Morning!Network!

Radio!

Video

Millennial-!Centered

Influencer

Integration

Celebrity Gift Guide

mstyle Council

Last Minute!“Rescue” !

Messaging

Promo!Sitelet

Early Morning

Celebrity Gift Guide

Trusted and !Authentic!

Last Minute!Gift Recos

Promo!Sitelet

Local!Mobile!Circular

“Rescue Me” Procrastinator

Solution

Smash!Parade!Livecast

Smash!Holiday!Vignette

UGC

Holiday!Memories!Pinning

Holiday

In the Wild!Gift List!Spotting

CGG!Talk Show!Integration

Style Council!“What’s Hot”!

Podcast

LAST MINUTE GIFT SALE

BRAND ECOSYSTEMBLACK FRIDAY - EOY PROMO SEQUENCE